The Cambridge Analytica scandal exposed how public opinion can be influenced through manipulation, particularly using Facebook data. However, the question remains: is manipulation still possible post-scandal?
Search engines like Google rely on algorithms to process search queries, but manipulation can still be introduced from external sources. Malte Landwehr, idealo Head of SEO, shared a fascinating story at the recent Searchmetrics Summit about buses, cheese, and whistles, and the SEO implications for companies and brands.
When searching for “Facebook whistle” on Google, negative suggestions appear in the search results, despite the general sympathy towards whistleblowers. On the other hand, searching for “Tesla whistle” generates fewer negative suggestions. This discrepancy raises the question of why Google reflects negative sentiments for Facebook but not for Tesla.
Malte explained how Tesla successfully manipulated search intent by creating a whistle in response to an impending whistleblower leak. Elon Musk’s tweet about blowing the whistle on Tesla garnered widespread media attention, overshadowing the negative content. This strategic move influenced search engine results and suggestions in a positive light for Tesla.
Boris Johnson, both as London’s mayor and UK’s Prime Minister, has utilized media interviews to manipulate public opinion. By making nonsensical statements about wine crate buses and cheese distractions during work meetings, Johnson effectively diverted negative search queries and Google Suggest results related to him.
The principle behind Google Suggest is that popular and timely content influences search suggestions. Companies can leverage this by generating relevant content that resonates with their target audience. By controlling the narrative and publishing corrective content, companies can influence search engine intent.
In conclusion, manipulating Google involves manipulating the data that Google processes, rather than directly manipulating the search engine itself. Boris Johnson and Elon Musk’s strategies demonstrate how SEO can be used to benefit companies and brands. By focusing on relevance and implementing a strong SEO strategy, businesses can positively impact their online presence.
For more SEO insights and strategies to enhance your online presence in 2023, be sure to explore the sessions from our Summit.